Should marketers be casting our net more broadly?

For the past several years, media would lead us to believe the big opportunity for building our brands is with the Millennial generation. Article after article shows an unending fascination with their lifestyle and media usage habits. New agencies have sprung up proclaiming expertise in digital marketing. Many of them appear to be successful – at least in terms of making money. And this, after decades of not being able to crack ‘online advertising’.This fascination is well justified, not least because of advancements in technology and what it enables have been staggering.